Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan

Can digital media advertising strategies benefit agribusiness farms? This study addresses this issue by investigating the extent to which and traditional affect performance underlying factors associated with farms' adoption decisions. We estimate a non-linear simultaneous equation system use population-based survey data of agricultural processing farms in Japan. find that female younger farm operators', as well incorporated farms, are more likely adopt advertising. The sales value users is higher 51% than non-users. Moreover, effect not equally distributed among farms. Family located rural areas from